Nivea Launches Augmented Reality App With Pop Star Rihanna

Nivea is launching an augmented reality app with the help of pop singer Rihanna.

For most consumers, augmented realityor embedded multimedia only viewable through special meansis still an unknown technology. But beauty brand Nivea is taking a chance that consumers are ready for the future by launching an augmented reality app with the help of pop singer Rihanna.

The app, available on Nivea's Web site, allows you to view a short performance from the singer that appears to emanate, almost like a hologram, from the lid of special edition face cream tins. Visitors can also view the performance for free by simply printing out a PDF of the special edition artwork and holding it up to their webcams. Other than that, no other downloads or software adjustments are needed to see the performance.

Nivea isn't alone in using this pioneering this technology for consumer engagement. Volkswagen recently deployed a campaign in Canada that allowed anyone with an iPad or iPhone to view special hidden animations waiting to be activated on various billboards around the country. Launched as a promotion for the 2012 Volkswagen Beetle, you can see from this video of astonished onlookers that the nascent technology is quite effective.

Similarly, earlier this week automaker Nissan debuted an augmented reality iOS and Android game to introduce its new X-Gear vehicle. Even household brands like Heinz Tomato Ketchup are harnessing the technology to draw in consumers. If you thought ketchup couldn't be sexy, then you need to watch this techno music-powered video showing off the brand's augmented reality recipe book being activated in a supermarket; it's pretty impressive.

Of course the true impact and widespread adoption of the technology will likely depend on how well these kinds of campaigns perform with the general public. Nevertheless, as the recent Microsoft "Productivity Future Vision (2011)" videos show, the future imagined in your favorite science fiction films is closer than you might think. You can see Rihanna's augmented reality performance in the video below.